Iconic Tel Aviv Restaurant Prime Relocates and Reopens as The Frame
After 24 years in Ramat HaHayal, Tel Aviv's iconic Prime restaurant has reinvented itself as THE FRAME, a massive 900-square-meter Japanese culinary destination spearheaded by entrepreneur Dudi Eliyahu.
After 24 years in the Ramat HaHayal neighborhood, the legendary Prime restaurant has relocated and reinvented itself. Entrepreneur Dudi Eliyahu invested approximately 10 million shekels to establish the new THE FRAME on HaBarzel Street in Tel Aviv, occupying the former space of Sushi Samba. The expansive new venue covers about 900 square meters, three times the size of its predecessor, shifting its focus from pan-Asian cuisine to authentic Japanese gastronomy featuring traditional grills imported from Japan and an extensive 18-page menu.
A New Chapter for Japanese Dining
The relocation comes at a time when Japanese cuisine extends far beyond sushi. According to a survey by the Japanese Ministry of Agriculture, the number of Japanese restaurants outside Japan surged from roughly 24,000 in 2006 to around 187,000 in 2023. Israelis are also traveling to Japan in growing numbers; data from the Japan National Tourism Organization shows that 93,543 Israelis visited the country in 2025, marking a 57.2% increase compared to the previous year.
The new menu is overseen by group chef Ofer Harmoni, who lived in Japan for about a decade. In 2000, he opened the Yakiniku Netka restaurant, which operated until 2014, later served as head chef at Unami, and in 2008 opened Tanka, a Japanese delicatessen that anticipated the current wave of interest in Japanese food in Israel. Although the restaurant employs 12 sushi chefs, sushi no longer takes center stage. About 90% of the menu is dedicated to Japanese cuisine, while the remaining portion features pan-Asian dishes carried over from the old location, such as Pad Thai, which Eliyahu notes remains the best-selling dish.
Robata Grills and Japanese Aesthetics
The most significant culinary innovation lies in the grilling section. A traditional Robata grill was specially imported from Japan to prepare dishes such as wagyu yakiniku, scallops, sweetbreads, foie gras, and Japanese skewers. Diners can also use individual Shichirin grills brought from Kyoto, fueled by charcoal imported from Kyushu and topped with a granite stone for grilling meat at the table. The wagyu beef served at the restaurant originates from Australian cattle raised in Israel under a specialized diet designed to produce optimal marbling.
The design matches the culinary ambition. The entrance features a Japanese bonsai garden with trees specially ordered from Japan, a decorative pond with fish and lotuses, and a flowing water table. At the center of the restaurant stands a 150-square-meter open kitchen alongside a sophisticated bar seating 29 guests. The interior also houses a spacious lounge and a private room featuring traditional low seating.
